Abof to improve its offering through curation and technology

Aditya Birla Group’s online fashion retail arm Abof will work with 100-120 brands in order to curate trendiest fashion. Also, it plans to give a rich experience with 3D and virtual reality technologies to consumers. The company strives to bring the latest styles to its consumers.

The online fashion retailer is looking at apparel, footwear and accessory brands for both men and women. Abof CEO and President Prashant Gupta points out that they have already handpicked for each of the categories the brands that they believe are the most relevant. They work very closely with brand partners. He also believes that in fashion, innovation must happen frequently. The idea is to keep pushing the boundaries.

Abof has already had one million downloads and a total visit of 2.20 million people with an average purchase of Rs 1,500. The e-tailer had introduced the 3D trial room experiment by asking three data points on height, waist and bust size. Virtual reality is the next step since it will make the experience even more real. The company also introduced refund within 24 hours and its spot alteration offer in Bengaluru and Hyderabad has increased its credibility. Now, the plan is to introduce this in eight more top metros by the end of the year.

To its credit, the Abof website is the fastest loading site with 1.7 seconds. The improved version of Abof has not only led to a greater user experience but has improved the conversion rate of the website by over 60 per cent and page views have gone up by 21 per cent. The bounce rate has reduced by 20 per cent. It is the company’s tie-up with AWS and IBM that has given it its edge in technology.